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Focus Groups & Naming
We have always insisted that focus grouping names has a negative effect on the outcome. Our favorite Steve Jobs quote conveys the same idea in terms of product creation. Via the May 25, 1998, issue of...
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The Art of the Engaging Company Name
Spotted this one in Mill Valley, CA this morning. Clever, but not too obvious, it causes you to think about it, to roll it around in you head, meaning you will never forget it. Job well done.
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Branding versus Advertising
We are often asked what the difference between branding and advertising is, as our work of positioning and naming companies and products is an essential component of branding. Branding is...
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The Igor-named Gogo inflight WiFi service launches national TV commercial...
Igor’s Gogo naming case study here.
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Igor’s Naming Guide status elevated to “Optional” !
UC Berkeley’s Haas School of Business lists the Igor Naming Guide as “optional” reading this semester. Here it is in black and white, but beware, a PDF from UCB may open automatically. “Optional” as in...
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Company & Product Naming Workshops
We offer full & half-day naming workshops, onsite at your offices. Whether you need help to kick-start a project, are stuck in the middle of a naming exercise, or need assistance choosing a final...
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Top secret Landor process document revealed
“Insert the proprietary Landor Naming Process Tool into the anal canal and twist until it grabs the membrane. Continue twisting another half turn, then steadily pull the proprietary Landor Naming...
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Give the ladies what they want
The marketing geniuses at Neutrogena, realizing how crowded the women’s skin care product sector is, have been selling vibrators. But not just any vibrator, a vibrator that a woman can, with head held...
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The marketing money pit of the descriptive name
An important first step when naming a business, product or service is to figure out just what it is that your new name should be doing for you. The most common decision is that a name should explain to...
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Double Dutch
When you are in Holland you are always in The Netherlands, but when you are in The Netherlands you are only in Holland about half of the time. Most people use the two names interchangeably – but not...
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Food Substitute “Soylent”, Named for Cannibalistic “Soylent Green”, raises 1...
Via TechCrunch: Fascinated by inefficiencies in the industrial food system, Rhinehart designed and then started living off a meal replacement he cheekily named Soylent — after the dystopian movie...
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Out of Africa, sort of.
Our erstwhile competitors, the strategically named name developers Strategic Name Development, have taken rationalization and hooha to Landorian heights. Either that or they actually believe that...
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The Marketing Money Pit of the Descriptive Company Name
An important first step when naming a business, product or service is to figure out just what it is that your new name should be doing for you. The most common decision is that a name should explain to...
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How To Create Names Like Facebook, Instagram & Snapchat
Instagram and Snapchat are identical constructions. Each simply substitutes new words from an accepted utility name: Instant Message. Insta & Snap are synonyms for Instant, and Gram & Chat are...
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The Happy Idiot: Exposé of Brand Naming Scams.
It’s called The Happy Idiot because a naming, branding or advertising agency deliberately delivers a name that’s a liability to a smiling client who’s happy with the result.The Happy Idiot was designed...
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Beware The Happy Idiot
The Happy Idiot, as it’s known in professional naming circles, is a process used by naming agencies who view your naming project as a consensus building exercise only, and not a quest for a powerful...
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Want To Create A Breakout Brand Name? Don’t Be A Literalist.
This is the most overlooked, counterintuitive truth in naming – the biggest hurdle to adopting a powerful name is the gulf between the way an internal naming committee will evaluate potential brand...
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Beware The Happy Idiot
The Happy Idiot, as it’s known in professional naming circles, is a process used by naming agencies who view your naming project as a consensus-building exercise only, and not a quest for a powerful...
View ArticleClik here to view.
Want To Create A Breakout Brand Name? Don’t Be A Literalist.
This is the most overlooked, counterintuitive truth in naming – the biggest hurdle to adopting a powerful name is the gulf between the way an internal naming committee will evaluate potential brand...
View Article